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The Legal Marketing ToolboxA Wide Range of Business Development Tools for Law Firms
The Legal Marketing Toolbox
In legal marketing, there are many
tools at your disposal.
The pages that follow provide a
reference guide as to the benefits
and drawbacks of each.
The Legal Marketing Toolbox
• On-Line Marketing
• Advertising
• Direct Response
• Public Relations
• Collateral
• Business Development
On-Line Marketing
The Firm Web Site
Benefits Drawbacks
Conveys Firm Image Must Direct Prospects to Site
Conveys Information
Relatively Inexpensive
Can be a Database-Builder
A “Must Have”
On-Line Marketing
Search Engine Optimization
Benefits Drawbacks
High Listings on Directories Time Consuming
Generates Click-Throughs May Not Reach High Level Decision Makers
On-Line Marketing
Pay-Per-Click Advertising
Benefits Drawbacks
Ensures High Visibility on Search Engines
High Placement Can BeExpensive
You Set the Budget May Not Reach High Level Decision Makers
Can be Highly Targeted Geographically
On-Line Marketing
Banner Ads
Benefits Drawbacks
Additional Visibility at
Targeted Sites
Usually Expensive
Additional Click-Through
Option
On-Line Marketing
Blogs
Benefits Drawbacks
Conveys Expertise Time-Consuming
Relatively Inexpensive Competitive Clutter
Can Develop a Following
On-Line Marketing
eNewsletters
Benefits Drawbacks
Good Continuity/Maintenance Vehicle
E-Mail Addresses Possibly Difficult to Obtain
Conveys Expertise Low “Open” Rates
Inexpensive Competitive Clutter
Builds Database
On-Line Marketing
E-Mail Blasts
Benefits Drawbacks
“Announcement” or
Promotional Vehicle
E-Mail Addresses Possibly
Difficult to Obtain
Inexpensive Low “Open” Rates
Can Build Database Competitive Clutter
Must Comply with
Spamming Regulations
Also Noted Under Direct Response
On-Line Marketing
Webinars
Benefits Drawbacks
Highly Targeted Number of Attendees is Uncertain
Allows Interface Must Be Promoted
Conveys Expertise No Interface Interaction
Can Be Publicized Impersonal
Allows for Anonymous
Attendance
Can Be Dull
Relatively Inexpensive
High Tech Approach
Can Be Archived
Builds Database
On-Line Marketing
Webinars
Benefits Drawbacks
Highly Targeted Number of Attendees is Uncertain
Allows Interface Must Be Promoted
Conveys Expertise No Interface Interaction
Can Be Publicized Impersonal
Allows for Anonymous
Attendance
Relatively Inexpensive
High Tech Approach
Can Be Archived
Builds Database
On-Line Marketing
Social Media
Benefits Drawbacks
Some Degree of Interactivity Time Consuming
Continuity Limited message Delivery
Inexpensive May Attract Unqualified Prospects
Conveys Expertise
Reflects “Cutting Edge” Approach
Interconnects Many People
Builds Database
Can Be Highly Targeted
Advertising
Newspapers
Benefits Drawbacks
Excellent for Promoting Events Short Shelf Life
Local Business Visibility (i.e.,
Business section)
Requires Frequency
Expensive
Advertising
Consumer Magazines
Benefits Drawbacks
Image-Building Requires Frequency
Identification with Community
(Local Pubs.)
Expensive
Potential for Recognition (e.g.,
Articles, Best Lawyers, etc.)
Competitive Clutter
Relatively Long Shelf Life
Generates high levels of “Reach”
Advertising
Trade Publications
Benefits Drawbacks
Image-Building Requires Frequency
Potential for Article Placement Expensive
Merchandising Opportunities (On-
line and Off-line)
Potentially Decreasing Readership
Numbers
Highly Targeted
Advertising
Opportunistic/Sponsorships
Benefits Drawbacks
Visibility Within a Defined
Community
No Mass Visibility
Affiliation with a Cause or Group Competitive Clutter
Does Not Require
Frequency/Less Expensive
May Require a Cumulative Effect
Tie to Specific Topic/ Area of the
Law
Advertising
Broadcast Television
Benefits Drawbacks
High Visibility Suitable Only for Specific Kinds of
Law Practices (e.g., PI)
Mass Reach Very Expensive
General Public Oriented
Advertising
Cable Television
Benefits Drawbacks
High Visibility Suitable Only for Specific Kinds of
Law Practices (e.g., PI, Family)
Used to reaches a targeted
segment of the population
frequently
Expensive
Limited “reach capabilities vs. mass
audience
Advertising
Radio
Benefits Drawbacks
Excellent for Targeting Specific
General Public or Business
Segments
Can Be Expensive
Generates “Frequency” of
Exposure
Most Stations Have Limited Reach
Potential
Advertising
Out of Home Media (e.g., Billboards)
Benefits Drawbacks
Geographical Targeting Limited Message Space
Good for Augmenting an Existing
Message
Typically Requires Time (at least 6
months) in Order to be Effective
Oriented Towards the General
Public
Sometimes Viewed as a Downscale
Medium
Not Usually Useful for B2B
Direct Response
Direct Mail
Benefits Drawbacks
Highly Targeted Expensive on a Per Person Basis
Measurable Mail Often Screened
More Space for Message
Delivery
Competitive Clutter
Builds Database
Direct Response
E-Mail Blasts
Benefits Drawbacks
Highly Targeted Expensive on a Per Person
Basis
Measurable Mail Often Screened
More Space for Message Delivery Competitive Clutter
Builds Database
Also Noted Under On-Line Marketing
Public Relations
Seminars/Presentations
Benefits Drawbacks
Highly Targeted Time Commitment
Allows Interface Number of Attendees is Uncertain
Conveys Expertise Must Incur Expenses for Promotion
Can Be Publicized/Promoted
Builds Database
Public Relations
Press Releases
Benefits Drawbacks
Used for Announcements/News Limited Control Over Placement
Generates Awareness (when
disseminated on an ongoing
basis)
Not Generally a Business
Generator Unto Itself
Inexpensive
Public Relations
Feature Articles
Benefits Drawbacks
High Visibility Limited Control Over Placement
Conveys Expertise Can be Time-Consuming
Adds to Credentials
Inexpensive
Potential for Reprints
Public Relations
Broadcast Interviews
Benefits Drawbacks
Very High Visibility Limited Control Over Placement
Conveys Expertise Limited Opportunities for B2B
Placement
Adds to Credentials
Inexpensive
Public Relations
Press Conferences
Benefits Drawbacks
Highlights a Specific Case/News
Event
Media Attendance May Be
Uncertain
Provides Opportunity to Offer
Expert Opinion
Limited Control Over Questions and
Perceptions
Potential to Sway Public Opinion
Public Relations
Special Events (e.g., Parties, Wine Tastings)
Benefits Drawbacks
High Visibility Significant Time
Highly Targeted Expensive (Logistics & Promotion)
Can Convey Affiliation with
Group/Cause
Number of Attendees is Uncertain
Promotes Goodwill
Can Convey Expertise
Interface
Builds Database
Collateral Materials
Firm Brochure
Benefits Drawbacks
Sales Conversion Tool Not a Lead Generator
Represents Firm in Attorney’s
Absence
Conveying Quality can be
Expensive
Presents Firm Image, Services,
Qualities
Collateral Materials
Expert Brochures
Benefits Drawbacks
Conveys Expertise Some Expense
Can Be Publicized/Promoted Do Not Directly Sell Firm Services
Shows Goodwill Via Free
Information
Many Ways to Disseminate
Can be Used to Build Database
Collateral Materials
Newsletters
Benefits Drawbacks
Good Continuity/Maintenance Vehicle Expensive
Conveys Expertise Time Consuming
Excellent Cross-Promotional Tool for
Highlighting Multiplicity of Firm Practice
Areas/Service Offerings
Mail Clutter
Collateral Materials
Self-Published Books
Benefits Drawbacks
Conveys Expertise/Gravitas Expensive
Can Be Used to Build Database Time Intensive
Good as Giveaway/Incentive Not as Credible as Traditionally
Published Books
Collateral Materials
Trade Show Exhibits
Benefits Drawbacks
Interpersonal Expensive
Generates Awareness Amongst
General Public or Within Specific
Business/Legal Community
Time Consuming
Builds Database Competitive Clutter
Business Development
Personal Networking
Benefits Drawbacks
Irreplaceable as an Interactive Activity Can Be Expensive
Prospects Get To Know You Time Consuming
Requires Skill/Training
